Identify and understand central theories, concepts and models within service management
Apply relevant theories, concepts and models to common service management challenges
Explore the relevance of and opportunities for service-based thinking in business operations
Today an increasing number of companies compete on service, not product. As a result, understanding a service-based approach to business is essential – even for product-based businesses.
On this course you’ll learn the latest thinking in service management, exploring a service-centric perspective to marketing and management. You’ll examine service as a business model, the value creation process, customer perceived quality and promise management.
Ultimately, you’ll discover how service-based thinking can help you better serve your customer, and overcome a range of business challenges.
Week 1 - Service as a perspective on business
Week 2 - The importance of service quality
Week 3 - Customer relationship management
Week 4 - A profitable service business
Week 5 - Productivity in the service context
Week 6 - Communicating a service brand
Week 7 - From manufacturing to service (logic)
This course would be particularly relevant to business professionals and managers interested in the potential of adopting a service-based strategy, whether their firms are currently operating in an industrial or consumer context, or a manufactured goods or services context. It is also relevant for business students wishing to specialise in service management and marketing.